There’s a reason every brand is talking about Gen Z and Gen Alpha right now: they’re not just new audiences; they have new behaviors. These audiences are turning the way brands discover, share and form loyalty on their heads. The loudest brand in the room no longer wins, there is more nuance. Data shows these generations want brands that listen, reflect and create space for authentic connection.
At recent industry gatherings, speakers have painted a clear picture of this shift: you don’t design for these generations, you design with them.
The Algorithm Is the New Casting Director
Gen Z’s world is defined by constant discovery. This is a generation who knows how to work the algorithms so well, they curate them. They are discovering interests, shaping passions, and even finding identities. That means your brand is either the casting director of a moment or just another extra in the background.
These interests aren’t static; they’re fluid. Today it’s K-pop and thrifting videos, tomorrow it’s nostalgic 2000s fashion and micro-wellness rituals. The key is listening in real time and showing up in ways that make sense in their worlds, not yours.
Your brand shouldn’t interrupt the conversation; it should be a part of it.
Short-Form Is the New Hello
Short-form video is no longer just entertainment; it’s how young audiences build and maintain relationships. Platforms like TikTok, YouTube Shorts and Instagram Reels are now part of the anecdote of their everyday lives.
For Gen Z, authenticity means self-awareness. Being okay with saying “we know we’re just a brand, but we get this moment” resonates.
Connection Is the Currency
Gen Alpha is a generation that grew up with iPads before they were allowed to eat cereal. They don’t just consume content; they co-create it. Platforms are increasingly structured so that they can respond, remix and make their own versions. They’re documenting life as they live it.
Brand’s need to live in a dynamic way to create loyalty and trust. That means moving from one-way messaging to two-way engagement, letting audiences find their own voice in moments and ideas. Gen Alpha isn’t waiting to grow up to create culture. They already are.
This Includes Their Parents, Too
An important nuance: many parents of younger children today are in the Gen Z generation. These consumers come with a different set of behaviors. According to Collage Group research on Gen Z and Millennial parents:
- These younger parents are highly intentional, deeply influenced by their own childhoods and hyper-connected.
- They face decision fatigue when flooded with expert advice and choices. About 80% of parents say they carefully weigh options before making a purchase.
- They turn to social media, influencer recommendations and peer validation as part of their everyday parenting
What this means for brands: When you’re designing for Gen Alpha kids, you’re often simultaneously designing for their Gen Z parents. Don’t treat “kid” marketing as “child-only.” Think about family ecosystems, shared values, simplified decision journeys and cohesion across generations.
Design for Belonging
Both generations are drawn to brands that reflect who they are, not who they’re told to be. They expect inclusion, fluidity and humor. Research shows that for Gen Z, sharing values with a brand isn’t optional — it’s foundational. Edelman
Designing for them means designing for:
- Choice and participation – Let them play, comment, remix, build together.
- Relatability over perfection – The .5 camera angle is the new studio lighting.
- Values made visible – They notice who’s in your content, how you treat your people, and what you stand for.
- Communities, not campaigns – They find belonging through shared passions, not demographics.
What This Means for Brands
If Millennials were about lifestyle aspiration, Gen Z and Gen Alpha are about lifestyle alignment. They want brands that feel human, playful and purposeful, brands that fit naturally into their daily scrolls and conversations. No wonder Nike and Sour Patch are among their favorites.
Sure, you can hop on trends to grab their attention, you just need to understand the why behind it: curiosity, connection and creativity. When you design for belonging, not just attention, you stop interrupting culture and start building it.
If you want their attention, start by inviting them in.
